Visual identity and communication campaign for the 15th Cantabrian Food Fair. El Diario Montañés, the largest newspaper in Cantabria (Spain), organizes every year the biggest gastronomic market in the region during one weekend aiming to give more visibility to high quality local products. We outlined the entire identity to create an appealing design that could have a positive impact in all social groups without losing sight of the event’s nature. The outcome results from the combination of two very different graphic languages to represent the variety of gastronomic products. It matches current interplay between tradition and modernity within the gastronomic world.